At every international football tournament, the England Men’s and Women’s senior teams are provided with a hotel to act as their team basecamp, where they stay for the duration of the competition. The basecamp is branded and customised to ensure it fits the needs of the team. TwelfthMan were appointed by the FA to support in the creation and production of the England Men’s Senior Team basecamp at UEFA EURO 2024 in Germany.
Our task was to create a curated basecamp environment to help the team thrive at the tournament. A number of different considerations had to go into the development of the space. One pivotal component was ensuring the players felt a sense of home throughout the space. It also needed to provide privacy, travel efficiency and malleability allowing the team to use and manipulate spaces to fit their needs.
Branding
Building on the England brand refresh in 2023, TwelfthMan explored additional colourways, graphical elements and photographic treatments to create a brand toolkit bespoke to the tournament and the basecamp’s spaces. We utilised the historic three lions but incorporated a graffiti style which tied in with our overarching brand theme of ‘modern vintage’.
The space
Alongside our production partners Act3, we implemented the look and feel across multiple key environments. From the interior spaces of the hotel, which suggested a 'switching off' tone, to the training ground and changing rooms which encouraged a ’switching on’ attitude.
Content capture
Housed within the basecamp were two spaces for creating fan-focused video content as the tournament progressed. The Lions’ Den studio and Diary Room showcased the brand for both strands of content series.
Legacy shirt box
TwelfthMan were also asked to support on the creation of a legacy gift for the England Men’s Senior Team as they departed for the tournament. This was an opportunity to create a lasting memento for all members of the team, with each box containing the player’s shirt.
Taking inspiration from the recent kit launch and influences from the visual language of our work at the basecamp, the designs for the exterior of the box encompassed core England graphics, graffiti-style patterns and the colours from the new kit.
